Factors influencing the adoption of financial technology solutions in South Africa

Abstract

Consumer adoption of digital financial technology (FinTech) is driving a wave of digital transformation within the South African financial industry. This study explores how both consumers and financial institutions are adapting in this market. This study examines the evolving consumer behaviours surrounding mobile FinTech products and the corresponding changes occurring within the financial sector in response to these new demands. This comprehensive approach ensures a nuanced understanding of the factors driving FinTech adoption in the study. Key facilitators included positive attitudes, strong behavioural intentions, trust and the perceived usefulness of digital financial technology. Effort expectancy and performance expectancy emerged as the two significant barriers. Additionally, the study explored the digitally transforming behaviours within the South African market, revealing that these behaviours cannot be generalised across the entire population group due to variations based on income levels and digital literacy. The South African market, often overshadowed by research on underbanked populations, presents a unique opportunity for FinTech adoption. This study sheds light on the characteristics of this diverse customer segment. To accelerate digital financial technology adoption within this market, strategic collaboration among FinTech companies, incumbent banks, and government stakeholders is crucial.